Which Big Little Lies Character Are You? Ask Pandora

Campaign matches fans to characters—and themed playlists

The show's music is the most searched thing about it on Google. Pandora
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If you’ve ever wondered if you’re more of a Madeline, Celeste or Jane, or looked up what songs were playing during the most recent episode of Big Little Lies, you’ll definitely love HBO’s campaign promoting the show’s upcoming second season.

“The music of Big Little Lies is like the heartbeat of the show—it provides such a deep texture of the characters and a window into their inner lives,” HBO vp, digital marketing and content Dana Flax explained.

In fact, after the first season, HBO found that the episodic track listing was one of the most searched topics related to the show on Google, and one which also drove conversations on social platforms. Looking for a way to utilize the insight to promote the upcoming season, HBO arrived at the Big Little Lies Music Match.

Pandora’s in-house team worked with HBO and Big Little Lies music supervisors Simon Astall and Ben Turner to create authentic music profiles for each character. Fans of the show can fill out a quick quiz to determine which character most matches their personality before being directed to the corresponding playlist.

The campaign kicks off today ahead of the season premiere on Jun. 9.

“As marketers, we’re really excited about the streaming audio and podcasting space in general, as it’s an incredibly captive consumer that we’re talking to,” Flax said. “There’s no more intimate way to get our message across than by reaching someone via their AirPods. We also thought this promotion would be great for summer, as we know consumers will look to Pandora to help soundtrack their travel and social activities.”

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@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.